The news of GoDaddy’s CEO Bob Parsons killing an elephant and then bragging about it on video was almost surreal. For years, we’ve suffered silently as GoDaddy has peppered us with coupons and suggestions to buy their products on every possible marketing channel.

And, let’s not forget the tacky advertisements that they would run during the SuperBowl. I always asked myself – Why does GoDaddy insult our intelligence with mindless advertising? I suppose the answer could be branding.

And, then this happened -  Their CEO goes and kills an elephant and then brags about how he was doing a good deed.  » Read more: The Madness of Bob Parsons

High fructose corn syrup has long been vilified as being unhealthy and in the past few years, sales have fallen as manufacturers swap it for supposed healthier ingredients. To address this situation, the Corn Refiners Association decided to change the name from high fructose corn syrup to corn sugar.

So now, a sinister “high fructose” unhealthy phrase may now be called “corn sugar”, a name which is closer to the comforting “sugar” term that we all grew up with. Oh boy! » Read more: Rebranding Corn Syrup

With online brands being subject to so much scrutiny and dissection, its imperative that a crystal-clear branding strategy is created to define the brand clearly, identify and promote differentiating factors that are sustaining and linked to the brand’s identity and finally, deliver messaging that is aligned with the brand’s objectives.

That being said, here are a few tips on how to build an online brand: » Read more: 4 Online Brand Building tips